Brian Thomas Collins has made a career out of creating brand experiences, “a few of them great”. He writes:
“A good brand experience is when a brand does what we expect of it. A great brand experience is something we tell someone else about. In short, a great brand experience is a story, in which the brand user – not the brand – is the hero. A great brand experience is direct and transformative. It’s not a stunt or a fantasy. It’s not a campaign. It’s not the idea of something. It is something, something worth writing home about – or at least texting a friend. Brand awareness and engaged consumers are happy by-products, but not the point. The test for a great brand experience is result. Something new created. Something changed. A bell that can’t be un-rung.”
In an effort to make more of them great, he used eight principles.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
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